Vignettes: Social Media Practices of Selected Social Enterprises in the Philippines

• Main Authors: Habaradas, Raymund B., Mia, Ian Benedict R.
• Format: text
• Published: Animo Repository 2022
• Subjects: social media; social enterprise; brand equity; Advertising and Promotion Management; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/res_cbrd/11; https://animorepository.dlsu.edu.ph/context/res_cbrd/article/1012/viewcontent/business_notes_and_briefings_v10n4.pdf
• Institution: De La Salle University

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, ut...